Adform at DMEXCO: Identity, CTV, AI, and sustainable digital advertising

by B. Velonavy - 2024-09-27

Adform's presence at DMEXCO was clearly focused on professional exchange, in-depth content, and concrete application examples. The focus was not on product announcements in the narrow sense, but on topics that are currently and structurally relevant to the digital advertising industry: identity in a cookie-less world, connected TV, artificial intelligence, and the reduction of CO₂ emissions in digital campaigns. The program was complemented by numerous discussions at the booth and the close involvement of customers and partners.

Expert presence through masterclasses and keynotes

Among the highlights of the trade fair appearance were several stage formats in which Adform was actively represented as a speaker. A masterclass on connected TV and identity played a central role. This format provided a forum for discussing how advertisers can meaningfully address reach on CTV platforms without relying on traditional third-party cookies. Representatives from Vodafone and Lufthansa, among others, were involved as discussion partners, underscoring the practical relevance of the content. Adform also gave a keynote speech on the use of artificial intelligence in digital marketing. The focus was less on abstract future scenarios and more on specific applications within programmatic campaigns, such as optimization processes, targeting, and efficiency improvements. Another presentation was dedicated to the topic of sustainability in digital advertising, also in collaboration with Vodafone.

Sustainability and CO₂ reduction in digital campaigns

A particular focus was placed on the presentation of a case study that showed how Adform's carbon reduction function can be used to measurably reduce emissions within digital campaigns. The presentation explained how data streams, delivery channels, and technical processes can be analyzed to avoid unnecessary emissions. The topic of sustainability was not viewed in isolation, but rather understood as an integral part of modern media strategies. The goal is to combine advertising performance with ecological responsibility. The case study presented made it clear that sustainability is not only a communicative topic, but can also be integrated into platforms on an operational level.

“Gamechanger” customer campaign and international participation

Parallel to the content-based stage formats, Adform presented an ongoing customer campaign under the motto “Gamechanger.” This is a joint initiative with customers who share their experiences with the platform and explain how Adform supports their marketing goals. Deutsche Bahn, Deutsche Telekom, and Mediaplus Italy are among those participating in this campaign. In addition, customers from various international markets, such as Turkey, are also involved. Feedback from these markets makes it clear that Adform is not perceived as a regional solution, but as a platform with global relevance.

ID Fusion as the answer to a cookie-less future

A central topic at the Adform booth was the ID Fusion identity solution. It addresses the challenge of reaching target groups reliably and in compliance with data protection regulations in an increasingly cookie-less environment. ID Fusion is based on combining different identification solutions and transparently mapping how identity is created and used within the platform. The solution has already won several international awards. A decisive factor here is the transparency of how it works. The identity logic has been audited by PwC, which is an important signal, especially for marketing managers. They can see which IDs are integrated and how they are used in the campaign context.

Transparency and control for marketing managers

ID Fusion is designed so that users of the platform can see the identity mechanisms used at any time. Instead of relying on a single ID, Adform works with different identity solutions in parallel. This creates a flexible structure that can be adapted to different markets, regulatory requirements, and technological conditions. This transparency is becoming increasingly important, especially against the backdrop of regulatory developments and increasing data protection requirements. Marketing professionals need solutions that not only work technically, but are also explainable and verifiable.

Quality of discussions and business development at DMEXCO

In addition to the official program items, personal exchanges at the trade fair stand played a central role. Adform reported a high number of high-quality meetings. Compared to previous events, the focus was less on quantitative visitor frequency and more on concrete discussions with decision-makers. DMEXCO thus proved to be a platform for business development and strategic discussions. Topics such as identity, sustainability, and AI were not treated abstractly, but translated into concrete projects and questions.

Classification: Adform in the current market environment

Adform's presence exemplifies how adtech companies are currently positioning themselves. There is a demand for holistic solutions that combine technological performance with regulatory security and social responsibility. Identity, data quality, and sustainability are not isolated topics, but are closely interlinked. In this environment, Adform is positioning itself as a platform provider that not only provides tools, but also actively contributes to the further development of standards and best practices. The involvement of customers, partners, and independent testing agencies underscores this claim. The central themes of the trade show appearance can be summarized as follows:

• Masterclasses and keynotes on CTV, identity, AI, and sustainability
• Carbon reduction function to reduce emissions in campaigns
• “Gamechanger” customer initiative with international participation
• ID Fusion as a transparent identity solution for cookie-less environments
• Focus on high-quality meetings and concrete business development

The trade fair appearance at DMEXCO makes it clear that Adform sees its role not only in technological implementation, but also in the industry's content discourse. Topics such as identity, sustainability, and artificial intelligence are not used as buzzwords, but are understood as operational components of modern digital advertising.